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Pentagram makes over Dorchester luxury hotel group

Luxury hotel chain The Dorchester Group’s global rebranding is in its final stages, with the fresh identity by Pentagram Design set to roll out to the group’s Paris and Milan properties this month.

The move to rebrand and reposition the group supports its plan to expand its portfolio of hotels from four to as many as 20 international properties.

Pentagram partners John Rushworth and Lorenzo Apicella led the graphic design and architecture respectively of the project, which also includes a logotype.

The logo is based on the Dorchester Collection’s initials – two arcs mirrored back to back to create a D and C – highlighting the tradition of luxury brands using monograms.

Rushworth says, ‘The group has been rebranded to make it consumer-facing. If you think about a metaphor, the group is an amazing box of chocolates. The group is the box and there are four amazing centres. The idea is that the properties remain individual experiences. Hotels are lifestyle brands, like fashion – the places you stay in say something about you.’

The renamed Dorchester Collection was launched at its other two properties – The Dorchester in London and the Beverly Hills Hotel in Los Angeles – in November 2006.